We start with the world’s finest flax, grown in the rich soils of Northern France - a region globally celebrated for producing the highest quality linen fibres. But we don’t stop where others do. While many brands use French flax, we take ownership of the entire process from there.

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Our raw flax is sent to our own dedicated factory in China, where it’s woven, dyed, and washed under one roof - ensuring complete control over quality, sustainability, and craftsmanship. Certified to meet strict ethical and environmental standards, this is where our linen comes to life - with our signature enzyme wash and colour-rich dyeing process that sets us apart.

At The Honest Label, ‘stonewashed’ is more than just a buzzword - it’s our secret to irresistibly soft, lived-in comfort.

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Traditionally, linen was tumbled with actual stones to break down the fibres and achieve that relaxed, worn-in feel. But while this method creates softness, it can also damage the fabric — leading to premature fading, pilling, and a shorter lifespan.

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We do things differently. We use a special organic enzyme wash that gently mimics the effect of stonewashing, without the harsh treatment. The result? Linen that’s beautifully soft from day one, but with its strength, texture, and integrity perfectly preserved - so you can enjoy it for years to come.

With the right care, our linen isn’t just a beautiful bedding choice - it’s a long-term investment in comfort.

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Linen is one of the most durable natural fibres, and when properly cared for, ours can last up to five years or more. To help preserve that buttery softness and strength, we recommend rotating between at least three sets. This gives your linen time to rest and breathe between uses - just like your skin and hair do.

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Always follow our care guide, and store your bedding in a cool, dry place away from direct sunlight or moisture. A little love goes a long way - and your linen will only get softer, cozier, and more comforting with time.

Like your favourite pair of jeans or a well-loved t-shirt, our linen is designed to age gracefully.

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We use natural, non-toxic dyes - kinder to your skin, your home, and the planet. Over time, with regular washing and sun exposure, a gentle softening and subtle fading of colour is completely normal. It’s part of the linen’s charm - evolving with you and your space.

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To slow fading and preserve your linen’s beauty, always follow our care tips: cold or warm gentle washes, and line dry in the shade. A little mindful care helps your linen stay vibrant and full of life for longer.

Here’s the thing - thread count doesn’t tell the full story when it comes to linen.

Unlike cotton, linen is measured by GSM (Grams per Square Meter), which reflects the fabric’s weight and density - not the number of threads. A higher GSM means a heavier, more substantial feel.

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We’ve chosen a mid-weight linen of 160–170 GSM - the sweet spot for all-season comfort. It’s light and breathable enough for summer, yet cozy enough for layering in winter. Durable, drapey, and just the right amount of luxe.